Essays on Consumer Decision-Making - Internal Factors Assignment

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The paper “ Consumer Decision-Making - Internal Factors” is an impressive example of a business assignment. In the field of business, the decision-making process of a consumer towards purchasing a certain product or service entails collecting and assessing relevant information concerning the product or service. After that first basic step of the process, the consumer makes choices among the alternative products and services in the market in various organizations, places, and people. The product and service of choice for this essay are the motor vehicle products and services. The essay below seeks to discuss the internal factors that influence a consumer’ s decision-making process towards motor vehicle products and services.

The essay will also entail relevant theories that are relevant to the internal factors that influence the consumer decision-making process. The process involves five crucial steps that the consumer has to go through before arriving at the desired product or service to be purchased (Dutta, 2012). The process must first be driven by the need for the product, after which the consumer gathers relevant information regarding the product. After that, the consumer evaluates the alternatives of the product in the market and then purchases the desired product after making a satisfactory evaluation of the alternatives in the market.

Finally, the consumer must carry out a post-purchase evaluation of the product or service purchased. For instance, there are a number of internal and external factors that may influence the decision-making process of a consumer towards a specific product or service (Neal, Quester, & Hawkins, 1999). Internal factors that may influence the decision-making process of a consumer are factors that are within the customer, unlike the external factors that are the surroundings of the customer.

The internal factors have to do with the demographics of the consumer, as well as who the consumer is. There are a number of theories that are relevant to the internal factors that influence the decision-making process of an individual (Gardial, 1986).   One of the internal factors is the consumer’ s perception of the motor vehicle products and services.

References

Dutta, K. (2012). Brand management: principles and practices. New Delhi: Oxford University Press.

Gardial, S. F. (1986). The role of inferences in consumer decision making: factors mediating process and outcome. London: Oxford Book Co.

Mullins, J. W., & Walker, O. C. (2013). Marketing management: a strategic decision-making approach (8th Ed.) New York: McGraw-Hill.

Neal, C. M., Quester, P. G., & Hawkins, D. I. (1999). Consumer behavior: implications for marketing strategy (2nd Ed.). Sydney: McGraw-Hill.

Rotenberg, R. H. (1974). The role and importance of non-commercial sources of consumer information as an input in the consumer decision-making process. Ann Arbor, Mich.: University Microfilms International.

Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th Ed.). Upper Saddle River, NJ: Pearson Prentice Hall.

Solomon, M. R., & Rabolt, N. J. (2009). Consumer behavior: in fashion. Upper Saddle River, N.J.: Pearson/Prentice Hall.

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